Powering the Financial Leader's Acquisition Engine

Lack of Meaningful Data Capture & Personalization

Finally, as a primary connection point between J.P. Morgan Private Bank and potential clients, the previous website did not provide internal teams with meaningful ways to capture data about site visitors in order to improve audience analysis, tailor content creation efforts, or generate more marketing qualified leads.

Enhanced Brand Perception & Amplified Brand Awareness

Key to the new website’s success is an in-depth showcase of J.P. Morgan Private Bank’s wealth management capabilities, consequently increasing brand awareness and allowing online customers to make well-informed investment decisions.

A Lead Acquisition Machine

J.P. Morgan Private Bank needed to drive both new client acquisition and deepen existing relationships at scale—and we’ve designed our new website to do just that. Expanding the site’s content increased visibility from an SEO perspective and once on site, visitors were able to actively tailor the experience to find content most relevant to their interests (thanks to behind-the-scenes content based on user personas).

Our design system enabled J.P. Morgan Private Bank to attract & capture qualified leads by delivering relevant, valuable information, and providing pathways through rich content in an effort to build a relationships and appreciation for the bank’s pioneering strategies and thought leadership.

Rewarding a Rich Content Experience with a Rich System

The new site is 600+ pages deep, including prominent thought leadership and 70+ pages detailing J.P. Morgan Private Bank’s service offering. Powering the new content-rich site is a system of templates and modules that are both functional and built for enhanced editorial control of translations, curation and recirculation within the site.

This system streamlined creation and publishing of a unified, cross-departmental effort across the bank—the result of our efforts working with J.P. Morgan Private Bank to align internal efforts around a new audience.

Moving Beyond the Site to a Broader View of a Client’s End-to-End Journey

In addition to redesigning the website—a critical touchpoint for prospects—we researched and discovered the full journey that U.S.-based, high net-worth individuals experience with the private bank. Our goal was to identify all touchpoints and strategically inform marketing & technology roadmaps and efforts resulting from gaps/opportunities across the end-to-end journey.

In addition to resulting planning documentation and socialization materials, our discussions fostered alignment among the organization as we helped them transition to a more client- and value-focused model.